Fans have taken to social media to express their disappointment in the 36-year-old reality TV star for purposely making her face darker in her new makeup campaign.

Kim Kardashian received backlash after she released a new photo on her social media accounts to promote her new cosmetic line, KKW Beauty. The "Keeping Up with the Kardashians" star looked much darker in the photo, causing people to accuse her of donning blackface.

On Wednesday, June 14, Kim posted the controversial photo on her Instagram and Twitter accounts. "@KKWBEAUTY Creme Contour & Highlight Kit 6.21.17 KKWBEAUTY.COM," she wrote in the caption.

Although the photo promoted contour and highlight kit, people believed that contour and highlight alone wouldn't be able to make Kim's face look that dark. A fan commented on Instagram, "I just think that that's not contouring because it's a little too dark everywhere and if it's not black face it's a little too close." Another wrote, "Why did she retouch the photo to make herself look so much darker."

Fans on Twitter were also unhappy with how Kim looked in the photo. "You dont have to do blackface," a fan tweeted alongside photos of Kim with her natural skin tone and her darkened skin tone. Another wrote, "Ugh she's a horrible person using cultural appropriation and not speaking about real issues and let's see who she steals from!"

Kim previously announced the release date of KKW Beauty on Instagram. She later shared on Instagram story a video of her explaining KKW Beauty's first product. "Hey guys, I'm so excited to announce to you guys that I'm launching KKW Beauty," she said. "I really think you guys are gonna love it. I worked so hard on this, and we're launching first with a contour product. It's like a collection of cream contours. So get ready to be contoured."